Marc Goldberg of Golden Shoes in Palos Heights followed the footsteps of his father, Irving Goldberg, into the shoe business.
The family's involvement in shoe stores goes back about a half-century. Irving Goldberg co-owned a shoe store in Indiana, the first discount shoe store in the state. He then opened Golden Shoes in Chicago's Englewood neighborhood in 1963.
When Irving decided it was time to move shop, he took a tip from a salesman, who told him that the Palos-area was in dire need of a shoe store.
“[The salesman] told my father that Shapiro's Shoes [which once existed across the street from Golden Shoes] was doing such a business that they had people taking numbers – like they do at butcher shop or bakery – at two o'clock on a weekday,” Goldberg said.
The senior Goldberg, now 99 years old, worked alongside his son at Harlem and 122nd Street until he was 96 years old.
Goldberg says father and son kept the business going all these years with a combination of service, selection and knowledge.
He says knowledge played a large role in keeping the business viable. Area podiatrists send the store many patients who are in need of a professionally fitted pair of shoes.
“[Doctors] want to send patients to well-established stores that know how to fit shoes," Goldberg said. "Not somewhere with a part-time kid who doesn't know anything."
Another steady stream of business comes from area students in need of
uniform shoes. The store currently works with Marist High School and Bobbie Noonan, among others.
Goldberg says that while the economy has hurt a little, and department and discount stores take a small bite, his biggest competition comes from the internet.
“The web is going to be the ultimate downfall of the brick and mortar shoe business,” Goldberg said. “Shoe companies have such great websites themselves, they can cut out the middle man.”
Although Goldberg says there are certainly benefits to trying a shoe on before you buy it, the biggest risk with the internet is fake websites that often pop up around the holidays offering amazing prices – and then disappear without delivering.
“I had a lady come in around Christmas asking me to match an internet price she found on Ugg boots on the internet for a price that I know to be under cost,” Goldberg explained. “After the holidays that site was gone. They just take credit numbers and then disappear.”
Stacy Nannion happened to be trying on a pair of Ugg boots nearby and joined the conversation.
“Not to interrupt, but you are so right about that,” Nannion said. “I have had a lot of people tell me you have to be careful buying Uggs on the internet.”
Goldberg told her they are much like Coach purses, where knock-offs are abundant. A guarantee that you're getting authentic Uggs is another thing that Goldberg can assure customers.
“This Christmas was very good due almost entirely to Ugg boots,” he said. “They are super hot this year, every girl 12 and up was looking for that box under the tree this year.”
He said Uggs were his “saving grace” this Christmas. It's not the first time boots have provided a needed boost.
“Our best year was in 2000, when we had a lot of snow and just a ton of customers coming in for boots,” Goldberg said.
As Nannion paid for her guaranteed authentic Uggs, she said she loves shopping at Golden Shoes had has for a while.
“We buy all our children's dress shoes here too, the customer service is excellent,” she said.
Goldberg says the store specializes in middle class and upper-middle class casual shoes, boots and sneakers, but stays away from highly expensive designer shoes.
With 47 years under their feet, Golden Shoes has proved its staying power, but Goldberg said the future is a bit uncertain.
His own daughters aren't interested in taking over the store and Goldnerg is now 63 years old. He has no specific timeline for when he might hang up his Brannock device, but if they elder Goldberg serves as inspiration, it might be awhile.
